You are looking for new leads for your business but there are no obvious similarities between them such as age, gender, income, or some other demographic. In fact, you may not even want to call the group of people you are looking for a "niche"... To call them a "tribe" might be more accurate. But what can you do? Is there no way you can find these people and market to them?
When I was a kid "trust" was assumed and it was up to the person to screw it up. Walter Cronkite ended his evening newscasts with "And that's the way it is" and politicians could be trusted to do what they said (mostly). Now, trust is at an all-time low with polarized social media posts, obviously lying politicians and "fake news". As business owners and marketers, it gets even worse because according to Marketingcharts.com, "To further illustrate the low level of trust people have in advertising, the survey of more than 36,000 respondents from 28 countries reveals that one-fifth (21%) of respondents say they will never believe the information in advertising is true if it’s the only place they see it. Moreover, most respondents (41%) need to see the information in advertising repeated at least once or twice beforethey believe it."
At the recent Power Consulting Live event I attended, our co-hosts Mark Harris and Mike Griffiths went around the room and asked “What are some of the challenges you are facing as a consultant?” Responses included:
* Too much marketing "noise"...
* How do I market my expertise?
* How do I convince prospective clients "...they can't do it themselves?" and...
* How can I create a lifestyle business that suits my lifestyle?
Imagine you walk into a busy train station carrying a small stool during the morning rush hour and wearing a T-shirt with your business name on the front and a list of your products and services on the back. You stop in the middle of the rotunda, place the stool on the floor, stand on it and hold up a brochure about your business's product or service. The number of people that are going to come up and talk to you is pretty much zero.
"I have over 100,000 people on my mailing list." my lunch date said as we snarfed down the delicious fish tacos. "That's awesome. How often do you engage with them?" I asked. The look I got was typical - the glare of a really angry chihuahua and the expression of a melancholy basset hound. She went on to ask what I meant and why it really mattered because she was "emailing the entire list about once a month."
Welcome back to the last in the series of our continuing week-by-week glance at preparing for a Black Friday promotion.
Welcome back to another entry of our continuing week-by-week glance at preparing for a Black Friday promotion.
October 25 to November 5: Tease your promotion
More emails are sent on the day before Thanksgiving, Black Friday, and Cyber Monday than any other day throughout the year, according to research by Experian Marketing Services.
So don’t kid yourself.
It’s going to take more than one singular email for your promotion to stand out from the rest in your herd’s inbox. Use email, text messaging and your social channels to give your herd a heads-up that your amazing promotion is coming next week and they should be watching for it.
Welcome once again to our continuing week-by-week glance at preparing for a Black Friday promotion.
Last week was defining your audience. This week we are going to refine that down.
October 11 to October 22: Divide your herd
Think of yourself as a rancher with a herd of cows.
Because like a rancher, your herd represents your source of income.
Also like a rancher, you need to care for your herd by protecting it from predators,